Business
A Game-Changer for QSR: Jollibee Enters Gaming with Octopus&Whale
Jollibee has just made its boldest move yet — and it all starts with the menu. With the launch of Gamejoy, the beloved fast-food brand steps into the gaming arena with an eat-to-earn campaign that's as culturally resonant as it is commercially sharp.
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[{"type":"text","content":"MANILLA, Philippines, May 15, 2025 /PRNewswire/ -- Jollibee has just made its boldest move yet — and it all starts with the menu. With the launch of Gamejoy, the beloved fast-food brand steps into the gaming arena with an eat-to-earn campaign that's as culturally resonant as it is commercially sharp.","length":310,"tagName":"p"},{"type":"image","alt":"Octopus & Whale logo","displaySize":"","headline":null,"caption":"Octopus & Whale logo","className":"","disableSlideshowImg":false,"size":{"original":{"width":400,"height":400,"url":"https://media.zenfs.com/en/prnewswire.com/af57770cad21a268c3e79a403586094b"},"resized":{"url":"https://s.yimg.com/ny/api/res/1.2/UR8ULsNdBGzkBzUr9wHmSQ--/YXBwaWQ9aGlnaGxhbmRlcjt3PTcwNTtoPTcwNTtjZj13ZWJw/https://media.zenfs.com/en/prnewswire.com/af57770cad21a268c3e79a403586094b","width":400,"height":400},"resize_sm":{"url":"https://s.yimg.com/ny/api/res/1.2/SfTTZ1ETDcQNdhGKl2cZIg--/YXBwaWQ9aGlnaGxhbmRlcjt3PTY0MDtoPTY0MDtjZj13ZWJw/https://media.zenfs.com/en/prnewswire.com/af57770cad21a268c3e79a403586094b","width":400,"height":400}}},{"type":"text","content":"Led by game and brand experience design agency Octopus&Whale, Gamejoy goes beyond a typical brand collaboration — it's a first-of-its-kind ecosystem that unites Jollibee with UniPin's universal e-wallet platform and top game publishers like Garena, NetEase, and OurPalm to reward fans for what they already love doing: eating at Jollibee and playing games.","length":368,"tagName":"p"},{"type":"text","content":"Launched across all Jollibee stores nationwide, the campaign introduces Gamejoy Credits — virtual currency earned with every Gamejoy Combo purchase, redeemable across UniPin's catalog of over 10,000 games. The activation flips the traditional "in-game" model, instead creating a real-world entry point into the gaming economy.","length":340,"tagName":"p"},{"type":"text","content":""We know gamers hate being interrupted," said Ferns Yu, Jollibee Philippines President, at Gamejoy Con, the brand's first gaming convention. "So instead of jumping into their games, we opened our doors and invited them into ours — with free rewards waiting."","length":282,"tagName":"p"},{"type":"text","content":"Octopus&Whale's challenge: Create a campaign that honors Jollibee's heritage while spea...